Consumer Behaviour

CET Course | SkillsFuture Claimable Course

Synopsis

Students will have a broad-based foundation knowledge of consumer behaviour. This includes a detailed understanding of consumer behaviour in every stage of consumer decision making process, and its management implications. Second, student will also understand the individual and environmental factors that affect consumer buying and how they can assist companies to be more effective in their customer recruitment activities.

Level: 3
Credit Units: 5
Presentation Pattern: EVERY JULY

Topics

Consumer Behaviour and Marketing Strategies
Consumer Motivation
Consumer Personality
Consumer Perception
Consumer Learning
Consumer Attitude Formation and Change
Persuasive Communications
Family, Social Class, and Consumer Behavior
Culture and Consumer Behaviour
Cross-Cultural Consumer Behaviour
Consumer Decision Making Process
Diffusion and Consumer Adoption of Innovations

Learning Outcome

Analyze individual psychological factors and processes that affect consumer purchase behaviour.
Examine the impacts of family, society, and culture on consumer purchase behaviour
Discuss how innovations are diffused and adopted by consumers
Construct a model of consumer decision making
Develop critical thinking through the analyses of consumer behaviors in the market and society
Formulate effective marketing strategies based on consumer behaviour knowledge.

Full-time Programmes Part-time Programmes / CET Courses

Singapore University of Social Sciences